Intersect By Lexus nevertheless aims to likewise attract a new group of customers through their exhibition space, restaurant and store. Nakayama explains that the shop is a space where Japanese artisans, who have been commissioned by Lexus to create “unique pieces,” can showcase their work. It’s hoped that the products will get visitors to “connect emotionally” with the brand, by associating it with authenticity, innovation and centuries-old tradition.

“I’ve asked myself why Lexus was interested in my work and I have no idea,” says Masuko Unayama, one of the Crafted For Lexus artists and the designer of the small metal key tray. Speaking in SyuRo, her shop in east Tokyo’s Taito Ward, she continues, “I asked many times, ‘Why us?’ I’ve never been in a Lexus or touched a Lexus.”

The CRAFTED FOR LEXUS really impressed me during my visit to INTERSECT — the entire collection fits with the idea of Lexus craftsmanship, and works in a very authentic and curated way. Can’t wait to see what Lexus offers at the Dubai & New York locations.